Experienced web copywriter Claire Connachan leads this hands-on workshop designed specifically for the third sector. Using examples drawn from charities and not for profits, you’ll improve your online writing skills, learn how to write for different online media and get a better understanding of how users navigate the web.
This workshop will cover these key areas:
The principles of writing for the web
Why keeping it simple is key
How to keep your writing clean and simple
Common pitfalls and bad practice
Exercise: Simplify text
Exercise: Writing concisely
Website and page structure
Understand web page structure
Learn about web users’ behaviour
Accessibility considerations for your audience
Learn the value of great content
Get ideas on what kind of content you can deliver
Focus on your audience
Define audiences and understand their needs
How to write for your audience
Exercise: Define your own audience
See example personas in a web writing context
How to develop and improve personas
Exercise: Create your own persona
Writing to sell
Why selling is important for third sector
How to make copy sell
Features vs benefits
Introduction to CMS
Understand content management systems
Open source vs proprietary
Consider CMS requirements for your organisation
What makes a good blog
How to avoid bad blogging
Ideas for content
How blogging could benefit your organisation
Introduction to SEO
Distinguish between different types of SEO
Easy SEO wins
META tags and their use
Exercise: Writing with keywords
Email marketing and headline writing
What makes a good enewsletter structure
How to write effective headlines
Writing call to actions
Email marketing good practice
How to avoid common mistakes
Exercise: Practice email headlines
Please bring a laptop (preferred) or other wi-fi enabled device to take part in the hands-on sessions. If you cannot access one please let us know in advance and we will allocate you a device.
Getting to the ALLIANCE Hub
From the East: Exit the M8 at Junction 18. After 100 metres turn left at the traffic lights onto Sauchiehall Street. After 200 metres take the first road on the right onto Elmbank Street. At the traffic lights turn right onto Bath Street. After 100 metres you will see our offices on the left hand side.
From the West: Exit the M8 at Junction 18. Follow the slip road for 400 metres. At traffic lights turn left onto St George’s Road. After 400 metres turn left at the traffic lights and follow the road round onto Sauchiehall Street. After 200 metres take the first road on the right onto Elmbank Street. At the traffic lights turn right onto Bath Street. After 100 metres you will our offices on the left hand side.
There are usually spaces on Bath Street, on the opposite side of the road from the Venlaw Building. If you have a blue disabled badge you can park there free of charge. There is also a Glasgow City Council run car park on Elmbank Crescent. This has 460 car parking spaces, lifts and blue badge spaces (although payment is required). The rate is for the first three hours 20p/per 10 minutes and thereafter 60p/per 15 minutes (this is subject to change).
Please note, there is no parking on Bath Street outside the Venlaw Building. Any vehicles parked here regardless of blue badge status will risk being given a parking ticket.
The nearest station is Charing Cross, which is less than a minute’s walk from the office. Low level trains run from Glasgow Queen Street to Charing Cross. Charing Cross railway station has ramped access which leads to the the ALLIANCE’ office.
The following bus routes stop very close to the Venlaw Building on Bath Street: 3, 42, 42A, 4, 4A and the 2 travels along St Vincent Street and West George Street (depending on one way system).
There is a bike rack available outside of the Venlaw Building on Bath Street and across the road from the Venlaw Building. The Venlaw Building management request that cyclists use these bike racks rather than the railings surrounding the property.
The ALLIANCE office is equipped with a wheelchair platform that operates between the main entrance and the ALLIANCE offices.
Digital media training & events for the Scottish third sector organised by Ross McCulloch.
Ross is also the founder of Scottish digital media consultancy Third Sector Lab.
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